| Title | BACKSEAT DRIVER |
| Brand | TOYOTA MOTOR SALES AND MARKETING |
| Product / Service | TOYOTA |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | PARTY Tokyo, JAPAN |
| Entrant Company: | PARTY Tokyo, JAPAN |
| Advertising Agency: | PARTY Tokyo, JAPAN |
| Name | Position |
|---|---|
| Party | Creative Director/Technical Director/Art Director |
| Takayuki Sugihara (Roughark)/Party | Designer |
| Nao Tokui (Qosmo)/Party | Programmer |
| Rie Fujinaka (Noppo) | Pictogram Designer |
| Yoshiyuki Odajima | 3d Designer |
| Party/Seiichi Saito (Rhizomatiks) | Producer |
| Tomoko Kataoka (Manual Of Errors Artists)/Yu Yamaguchi (Manual Of Errors Artists | Sound Design |
| Engine Plus | Movie Production |
| Party | Creative Agency |
The application was downloaded more than 100,000 times, and was covered by numbers of global media especially on the internet. The app allowed not only many kids, the future drivers, around the world to experience the 'Fun of Driving' but also successfully communicated the brand message to the adult drivers.
Backseat Driver is the first digital toy from ToyToyota. It's an iPhone app which allows kids to enjoy driving from the backseat of the car. By using the iPhone's GPS function, the player is able to drive a virtual car, which moves along with the real car that he/she is riding. The 'Backseat Driver' offers the passenger a new way to enjoy driving.
As a car company, Toyota wanted to express the 'Fun of Driving' to the kids. They wanted their future drivers to experience the joy, and love cars. From this thought, 'ToyToyota' a toy brand Toyota was born.